Antonia Breitweiser

I find the story a brand was born with, and I design everything around it. I'm a Madison-based brand designer and storyteller with 30 years of building identities, packaging, retail spaces and digital experiences for Trek, Budget Blinds and Blain's Farm & Fleet. When Work n' Sport needed to stand out in a crowded workwear aisle, I didn't invent a new story. I uncovered the one Blain's had been living since 1955: Our Heritage is Hard Work. That story became a brand system across packaging, signage, photography and web. Sales grew 40% (+$7M), and Work n' Sport became the #2 brand in-store. Good design gets noticed. A true story gets chosen.